GA4 & GTM Setup
Proper GA4 and GTM Setup, Built to Last
GA4 looks complete when it's collecting data, but most implementations are missing critical configuration that makes it useful. We build GA4 and Google Tag Manager setups that give you clean, accurate, actionable data from day one.
GA4 that works correctly looks very different from GA4 that's just collecting events.
Most GA4 Setups Are Technically Live but Commercially Useless
GA4 doesn't guide you through proper setup. It just accepts whatever you feed it. That means most implementations are filled with unnamed events, unconfigured conversions, broken funnels, and reports that don't reflect the actual customer journey.
Migrated from UA but reports don't match
Universal Analytics is gone but your GA4 still lacks comparable session data, goal tracking, and channel attribution that made UA useful.
Events firing but conversions not tracking
You can see activity in real-time, but conversion configuration is missing, miscounted, or not flowing correctly to your ad platforms.
GTM is cluttered and nobody understands it
Tags from multiple people over multiple years. No clear naming convention, documentation, or ownership. It works, sort of, until it doesn't.
Starting fresh and want it done correctly
New website, new brand, or simply starting properly for the first time. You want a solid foundation built by people who've done this hundreds of times.
What We Build
A complete GA4 and GTM implementation designed around your business model and measurement objectives, not a generic template.
GA4 Property Configuration
Data stream setup, enhanced measurement configuration, channel group definitions, and data retention settings.
Event Taxonomy Design
A clear, documented event naming framework mapped to your customer journey, with every key action tracked consistently and named logically.
Conversion Configuration
Conversion events marked and verified, including micro-conversions, macro-conversions, and e-commerce purchase events where applicable.
GTM Container Build
Structured tag architecture in GTM with clean naming, logical trigger organisation, and separation between analytics and advertising tags.
Ad Platform Integration
GA4 connected to Google Ads for smart bidding signals. Conversion actions imported and verified for use in campaign optimisation.
QA, Documentation & Handoff
Full implementation tested across key user journeys. Documented tag map and setup guide provided. Team briefed on how to maintain it.
Who This Is For
Brands that migrated from UA and never fixed GA4
The migration happened but the quality didn't carry across. Time to do it properly.
E-commerce brands needing purchase and funnel tracking
Checkout events, cart abandonment, and product performance all require custom implementation beyond enhanced measurement defaults.
Lead-gen businesses that need form and CRM event tracking
Form submissions, qualified leads, pipeline stages: tracking that connects marketing activity to commercial outcomes.
In-house teams rebuilding their analytics infrastructure
We build it correctly, document it thoroughly, and hand it over so your team can maintain and extend it.
Our Implementation Process
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1
Measurement Planning
We map your customer journey, define the events that matter commercially, and agree an event taxonomy before any implementation begins.
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2
GA4 & GTM Build
Property configured, tags built in GTM, and events pushed through to GA4 with correct parameters and conversion marking.
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3
QA & Verification
Every event tested in GTM preview, verified in GA4 DebugView, and confirmed flowing correctly to Google Ads and any other connected platforms.
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4
Handoff & Documentation
Full documentation of what was built, why, and how to maintain it. Your team knows exactly what they have and how to use it.
Build Analytics Infrastructure That Actually Earns Its Place
Talk to us about your current setup and what you need it to do. We'll scope the right implementation for your stack.